Some say this is destined to be a "frustrating journey,"
but it's also the path leading home.
Home Decor: What to Buy, How to Buy, Buy with Satisfaction
Research on Pain Point Exploration, Webpage Renovation, and Home Decor Service Design
The Overview of this research is to explore customers' needs and pain points when purchasing home decor materials online(Door, Window, Paver, Wood Flooring) given limited existing Home Decor user reports. Why do customers prefer the furniture markets over online shopping platforms? Is there anything we could do to attract more customers from offline to shop Home Decor Materials online, or more specifically, at XX.com? We tried to answer these questions using both interview and survey methods.
Our research insight and strategy drove a 180% year-over-year sales growth and a 10% increase in user satisfaction for HOME KA Stores in 2022.
This project's uniqueness lies in Home Decoration Materials—an industry known for its specialized, offline-dominant, and relatively information asymmetry. The challenge is using user research to help an online platform excel in this traditional context.
My Learning: Is "Less is More" always right? Maybe, but not suited for traditional industries like Home Decor.
Research Background
Home decoration materials, as a relatively traditional category within the construction materials sector, have characteristics such as strong service orientation, high specialization, and significant offline conversion. Meanwhile, competitors are swiftly integrating distribution resources, driving the convergence of online and offline channels. It's essential to understand the user mindset and pain points related to XX.com's Home Decoration Materials, as well as discover the purchasing journey and demands of customers buying these materials online.
RESEARCH GOAL
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Explore the mindset and overall demand of XX.com Home Decor's customers with "Labor-Only Contracts" or "Semi-Contracting".
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For potential/intending users and existing customers: Gain a comprehensive understanding of the online purchasing journey, and the key conversion points. Identify pain points and unmet needs from past purchase experiences. Prioritize and categorize improvement measures based on pain point priority and implementation complexity.
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Create agile user strategies for quick iteration and actionable improvements, helping the XX.com Home Decor in collaboratively addressing user experience issues with brand partners during the sale negotiation period.
METHOD AND RESEARCH DESIGN
Purpose of Renovation
Age, City Tier, Gender
Phase I: Scope the Mental Model
One-on-One interview
(11 Home Decor customers)
Understand the mindset of Home Decoration Materials customers: online purchasing journey, needs, and pain points
Phase II: Prioritization
Survey
(1651 valid responses)
Quantify customers' demand priority and unmet needs
Age, City Tier, Gender
KEY INSIGHT
In line with the research objectives, our conclusions can also be divided into the following sections: Purchasing Channel Comparison, Customers' Preference, and Pain Points of Online Purchasing.
I. Purchasing Channel Comparison
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When Purchasing Home Decor Materials Online, Customers ...
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Are Less price and timeliness-sensitive when ordering home decoration materials online. However, they focus more on the "scheduled time".
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Are lack knowledge of the purchase and installation sequence, leading to potential rework.
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Have high expectations for customized items.
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Have limited awareness of the supplementary services offered by e-commerce platforms.
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Gather home decoration knowledge ideas from social media and Home Decor apps.
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When Purchasing Home Decor Materials Offline, Customers Can Enjoy...
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In-person experience and interaction with the offline settings.
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The convenience of booking and ordering, the more competitive price bundle, and the environment that evokes purchasing desire.
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The interaction with enthusiastic and knowledgeable sales assistants, enhances the overall experience of offline shopping.
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​Purchasing Journey of
Home Decor Materials
The Result is not Displayed For Business Privacy Protection
II. Consumers' Preference
By integrating the interview insights and questionnaire findings, we've crafted a "Focus Factors Matrix" detailing users' considerations when buying different categories of Home Decor Materials online. For example, when choosing Flooring, customers primarily focus on installation results, board performance, and color/textured appearance.
Product Selection- Focus Factors Matrix
Factors included: Quality, Product Details, Customization, Service, Appearance, VR, Basic Info, and Pricing. Each factor is divided into different sub-factors to be examed.
The Result is not Displayed For Business Privacy Protection
Miss Z (3X), City, Remodel
"When it comes to windows, aesthetics isn't the most critical factor. Windows also have brands, materials, and performance aspects like soundproofing that I'm particularly interested in."
We also analyzed the web data and business performance of XX.com Home Decor. By mapping the customers' search phrases and click rates over the past 6 months, we've outlined customers' most favored products and features in the past six months.
Trends in Demand - Phrase of Interest
(Window as Example)
In the top 10 searching phrases of the past month, seasonal changes led to a significant rise in functional terms like "mosquito screens," "diamond mesh," and "security screens." However, their satisfaction levels are low, highlighting the need for specific attention.
The result is not Displayed For Business Privacy Protection
III. Pain Points with XX.com Home Decor (with examples)
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Confusing Product Details with Unclear Descriptions
Product detail pages on our website do not effectively convey material characteristics, product details, and usage scenarios to customers.
Example: Product Introduction on Window Prodct Page
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Not actual photos
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Unclear about how to use window locks
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Difficulty in understanding opening and closing descriptions.
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Real-life photos​
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Demonstrate opening-closing methods and product details using 3D animations
2. Perception Gaps in Logistics Service Demand
Services offered by the platform inadequately address user pain points like timely logistics and quick issue resolution, resulting in lower customer awareness and satisfaction levels.
Complementary Service Requirements
The Result is not Displayed For Business Privacy Protection
Base: 1651
"I wish the pavers arrive on our scheduled date!"​
"An early delivery should make our customers happier!"​
3. Lack of Renovation Experience and Online Support
Pre-sales consultation conversion rate is low, highlighting the need for enhanced service attitude and knowledge among merchant customer service representatives
Low pre-sales conversion rates in Home Decor Material KA Stores, with higher average customer service response times compared to other categories, particularly during historical promotions.
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Business Review and Strategy
collaborate with the XX.com Home Decor
We have analyzed the monthly performance of representative Home Decor stores and, coupled with customer insights, crafted a strategy to enhance customer experience. This strategy addresses consumers concerns across three dimensions: What to Buy, How to Buy, Buy with Satisfaction
What to Buy?
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Provide knowledge and education to customers about plumbing, electrical systems, and renovation sequences.
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Optimize product detail and search result pages based on customers' focus matrix. Continuously monitor the Phrase of Interest.
How to Buy?
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Consult before purchase: align merchant customer service with offline sales: enthusiastic and professional, actively assisting with product inquiries, size selection, and ordering process.
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Leveraging offline strengths to innovate a hybrid online-offline home material shopping model.
Brochure Buy
Community Group Purchasing
Buy with Satisfaction
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Address concerns about product safety: Provide 24-hour repair services for categories like doors and windows
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Address concerns about "punctuality": Materials are delivered according to a user-specified schedule, with the option for "Door to Door Delivery" of heavy items.
RESEARCH IMPACT
​To our "client" XX.com Home Decor: Sales Growth, Experience Enhancement
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Our UX research drove a significant 180% YoY sales growth and boosted performance by 10% for the Home KA stores during XX.com's 2022 flagship event,
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Provided Home Decor with the first comprehensive user experience research report, detailing the analysis of user purchasing mindset and experience expectations.
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To the Home Decor Brands: Product Page Renovation Booklist
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Our research provided user-centric recommendations for product pages and search result pages to effectively communicate product information to users, resulting in an enhanced online conversion rate.
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To stakeholders: Long-run strategy + More resources allocated to UX Research works
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Our research introduced two innovative angles of view for growth: evaluating merchant performance from a consumer perspective and combining offline and online approaches by scrutinizing channel strengths and weaknesses.
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The Home Decor Department has embraced the user's importance, elevating user research to a central focus in their departmental strategies.
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To Consumer Insight Team:
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​Offered research insights and methodology inspiration for future traditional and offline-heavy industries research.